Brand Development

New Day Children’s Theatre

On the outskirts of Memphis, in Collierville, Tennessee, New Day Children’s Theatre stands for something special. Over the two decades since its founding, New Day has grown to present exceptional programming that promotes inclusion for children of differing backgrounds, abilities and needs. Parents willingly drive an hour or more to attend rehearsals and performances where their children learn under professional artists. So what could be the problem?

Although New Day was founded in values that remain unchanged to this day, their identity didn’t reflect the years of evolution that produced the most inclusive and professional children’s theater programming available. Executive and board leadership longed for a dynamic visual and written brand that captured New Day’s pure spirit and set them apart from the growing competition which often mimicked them.

New Day proved more than ready to undertake the deep work to arrive at their new brand. Research showed loyal stakeholders wished to elevate their unique approach along with owning their hard-earned place in producing extraordinary productions. What emerged is youthful, elegant and exciting. A bright, bold and artistic logo lifts us into the stars, while captivating colors and textures set an expectation for joy. Custom messaging delivers vivid descriptions of New Day as a place to grow, shine and belong. New Day’s tagline of “Reach Higher. Shine Brighter.” conveys the purpose in their mission: being a theatre of creative transformation, welcoming young people to reach, grow, discover and shine under extraordinary artists and opportunities.